创意产品的文化营销研究

发布时间：2018-06-02 12:03

本文选题：创意产品 + 文化营销　；参考：《安徽工程大学》2017年硕士论文

【摘要】：作为知识经济发展的重要标志,创意产业逐渐成为促进地区和国家经济发展的新兴产业,创意产品也逐渐成为满足人们精神需求必需品。以文化为基础、以创意为源泉的创意产品,需要文化营销来实现其价值。将文化观念融入到营销全过程的文化营销,可刺激消费者创意文化的需求,拓展创意产品市场,可以为创意产品的发展开创一片新天地。但许多创意产品的营销还沿袭着传统的营销模式,缺乏生机与活力。本文综合运用了文献资料法、案例分析法等,围绕创意产品的文化营销,从四个方面展开研究:一是创意产品文化营销的基本问题,主要分析创意产品的内涵、类型及特点,文化营销的内涵及层次,以及创意产品与文化营销的内在联系;二是创意产品文化营销的时代背景,主要研究创意产品文化营销的生产环境和消费环境;三是创意产品文化营销的现状分析,主要从创意产品营销规划、创意产品营销模式、创意产品的营销渠道、创意产品营销的文化理念等方面探讨存在的问题;四是创意产品文化营销的路径选择,主要探讨产品层次的文化营销策略和品牌层次的文化营销策略,包括发掘创意产品开发环节的文化价值、呈现创意产品生产环节的文化显性价值等。
[Abstract]:As an important symbol of the development of knowledge economy, creative industry has gradually become a new industry to promote regional and national economic development, and creative products have gradually become the necessities to meet the spiritual needs of people. Creative products based on culture and originality need cultural marketing to realize their value. Integrating cultural concept into the whole process of cultural marketing can stimulate the demand of consumers' creative culture, expand the market of creative products, and open up a new world for the development of creative products. But many creative products marketing still follow the traditional marketing model, lack of vitality and vitality. Based on the methods of literature and case analysis, this paper studies the cultural marketing of creative products from four aspects: first, the basic problems of cultural marketing of creative products, mainly analyzing the connotation, types and characteristics of creative products. The connotation and level of cultural marketing, as well as the internal relationship between creative products and cultural marketing, the second is the background of cultural marketing of creative products, the main research is the production environment and consumption environment of cultural marketing of creative products; The third is the analysis of the current situation of creative product cultural marketing, mainly from the creative product marketing planning, creative product marketing model, creative product marketing channels, creative product marketing cultural concept and other aspects to explore the existing problems; The fourth is the path choice of creative product cultural marketing, which mainly discusses the cultural marketing strategy at product level and the cultural marketing strategy at brand level, including exploring the cultural value of creative product development link. Presents the creative product production link cultural dominant value and so on.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;G124

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